Recent stories of customer complaints going “viral” show a multiplier effect to the old paradigm, an unhappy customer tells 8-10 people and a happy one tells 2-3 people. The popularity of online reviews calls for increased focus on the fundamentals of good customer service. The age of social media brings transparency to many business functions and customer service often gets the most attention. By considering customer service fundamentals and how to integrate them with social media, we can work toward an excellent online reputation.